Viral Marketing

Sorina Raula Gîrboveanu and Silvia Puiu
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Sorina Raula Gîrboveanu: University of Craiova, Romania
Silvia Puiu: University of Craiova, Romania

Annals of the University of Petrosani, Economics, 2008, vol. 8, issue 1, 223-230

Abstract: With consumers showing increasing resistance to traditional forms of advertising such as TV or newspaper ads, marketers have turned to alternate strategies, including viral marketing. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends.In our study we are able to directly observe the effectiveness of person to person word of mouth advertising for hundreds of thousands of products for the first time

Keywords: viral; e-mail; marketing; modernism; advertising (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pet:annals:v:8:i:1:y:2008:p:223-230

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